Construction is a very saturated sector, whether you’re a large or small construction company, so marketing should be at the forefront of your strategy for growth. Some marketing strategies are better suited to particular industries, so we’re going to be introducing three of the best suited channels to a small construction business so that you can maximise your marketing budget and ensure that you are getting better quality leads.
First up on our list of marketing every small construction company should be focusing on is local SEO. SEO, or search engine optimisation, is all about making sure that when a user searches for a term relevant to your business in Google or another search engine, that your business appears. For smaller businesses who are based and operate in a specific region, making sure that you appear for local terms like “telehandler hire Wigan” is important, as opposed to more broad terms like “telehandler hire” which is very unlikely to reach people who are specifically in your area. Choosing the right keywords for each page targeting your local community is key, which a reliable SEO agency will be able to help you with.
Another component of local SEO is making sure you have a Google My Business profile and that it is updated with all the suggested business information, including your address. When you update it regularly and select the relevant business category such as “construction”, when someone searches for either “construction” with your region, or “construction near me” when they live in your region, it will help you to appear. This is a really valuable, and free, tool, that you should definitely be utilising.
LinkedIn (organic or ads)
If you are more focused on commercial construction and want to target businesses, then LinkedIn is one of the best places to do it. Whether you create an organic strategy with regular posting and reaching out to your target clients over message, or you run paid ads and target very specific businesses or sectors, you can do all of this within LinkedIn. Running ads on LinkedIn can be expensive but you can also get a high return, so perhaps it’s best to start on the organic side of things and then when the budget is there, start the actual ads side of things.
Prioritise Your Reviews
Last but not least, it is so important from a marketing perspective that you focus on your reviews. Asking clients to leave reviews and responding to reviews is key, as it provides trust in the eyes of your potential customer. When someone comes across your business for the first time online, and you have very few reviews, it will be a red flag. So, make this a priority and you should see increases in your conversions, particularly when you pull them into your website.